The English Provender Co. has launched a range of premium pickles to build upon its success in the chutney category.
The Proper Pickles, which the brand said would “revolutionise the stagnating pickle market and drive consumer engagement”, are available in chunky, finely chopped, pickled onion and beetroot varieties. Available from Waitrose and Asda stores nationwide from this month, the pickles have an recommended retail price of £1.50.
Made with authentic, natural ingredients that champion British produce and with no added perservatives, colours or flavours, they are aimed at millennial consumers looking for a quality pickle to add to sandwiches and salads.
The English Provender Co said that the range would address a real gap in the market and deliver an attractive alternative to current pickle offerings.
Joanne Walsh, brand manager at The English Provender Co., said: “Our research revealed that consumers perceive the category as old-fashioned and dull and, with no innovation in recent years, there was a clear gap in the market for premium, great tasting pickles.
“Our Proper Pickle range is just as pickle should be – naturally delicious with a more refined flavour and texture to appeal to time-poor consumers looking for something different. With flavours to suit individual preferences and tastes, the range has already received fantastic feedback and we’re confident it will help bring the pickle category back into growth.
“With 92% of UK consumers eating a least one sandwich a week, from traditional sandwiches to burritos, paninis and toasties, our Proper Pickle range offers a strong opportunity for retailers to increase their revenue and re-engage consumers within the category. Moreover, there is huge growth potential outside the main lunch occasion, such as the consumption of pickles with salads.”
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